Move Money. Make Money.

Integrated Acquisition Campaign - 2026 - My Role: Concept, ACD

The Challenge

Fall is an expensive season for many households, and Citizens saw an opportunity to drive new accounts with an offer. To work, this offer had to resonate with high earners who do their homework and tend to tune out traditional bank advertising.

We also had just 29 days from brief to launch, including legal approvals.

The Insight

People don’t necessarily stay with their bank out of loyalty. They stay out of habit. Moving money feels like work, so we made the ask simple and the reward clear.

The Idea

Move Money. Make Money.

The design reinforced the message: bold typography with a long drop shadow, a prominent offer and arrows for a sense of movement. It was simple enough to register at a glance and flexible enough to work across channels.

What We Did

We delivered the campaign across print, direct mail, email, digital, audio, social, OOH and four major sports sponsorships. Having helped to define the core campaign concept and design, I led the creative integrations across the sponsorships: the TCS NYC Marathon, NJ Devils, NY Giants, and Philadelphia Phillies. We adapted the campaign for each partner, navigating team and league brand rules, and shipped assets across signage, digital, email, and physical placements.

Results

The campaign launched on time and became a key part of Citizens' Q4 account and deposit growth.

My Role: Concept, Associate Creative Director

Core Campaign

The core campaign design evoked a sense of movement with bold type, a long drop shadow, a prominent offer and chevrons. We adapted this core design for each of the sponsorship integrations.

Sponsorship Integration: TCS NYC Marathon - Window Clings

Window clings advertising the offer were installed across the footprint, but branches located along the TCS NYC Marathon route received special window clings featuring the sponsorship logo lockup.

Sponsorship Integration: NJ Devils - Digital Signage

We made both animated and static in-arena signage for home games at Prudential Center. The screens displayed the offer and a QR code for folks to learn more.

Sponsorship Integration: NJ Devils - Dasherboard Ads

Digitally projected onto the dasherboards for the broadcast TV audience only. We couldn’t include the exact monetary offer without lengthy disclosures, so the copy speaks to a “cash bonus.” We also had to adapt the core campaign design to the white background requirement.